Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

called an electrician.


Three different circuit breakers flipped in our house and I was unable to figure out why or reset them.

We asked around, got a referral and called. He said he’d be there in 15 minutes.

As I expected, he fixed the problem in about two minutes. Then he showed me how to do the same if it ever happened again.

“How much do we owe you?,” I asked.

“No charge,” he said. “Have a great day!”

I was expecting $100.

So, did that man just lose $100, or did he invest $100 in marketing his business?

Well, I’m telling you. And everyone else in my tight-knit neighborhood. And next time we need an electrician for a big job, who do you think we will call?

The longer you wait to take someone’s money, the more of it they will give you.